An amazingly emotional piece of creative from Ogilvy Dublin to support the Irish Society for the Prevention of Cruelty to Children.
I challenge yot to not feel emotional and outraged, yet hopeful after watching this.
If you need it, here’s some commentary and context from AdWeek:
TALENT: The lead role was critical. To find someone who wouldn’t feel afraid, and who would know how to fall, the filmmakers advertised in karate and judo clubs. Soon, they found their star—a 7-year-old taekwondo enthusiast whose name is not being made public. “He has baby-like features and visually looks very vulnerable,” says director Richie Smyth. In fact, he was far from it, and actually enjoyed being thrown around the set. “I had to keep saying to him, ‘Now, when you land, I don’t want you laughing or smiling,’ ” says Smyth. The boy also proved a precocious actor, delivering his lines with remarkable pathos. “You’d have thought he’d been acting all his life,” says Ogilvy creative director Colin Nimick. The abuser is also an actor, not a stuntman. His face is never shown. “It’s not clear who he is—father, stepfather, mother’s boyfriend,” says Nimick. “It’s about what’s happening to the boy, not what the other person’s motives might be.”
COPYWRITING: The copy amounts to an emotional declaration of children’s rights, with a twist on the familiar narrative of what kids want to be when they grow up. “It’s almost like he’s speaking for who he’s going to become,” Nimick says. “He can look forward to the time when things will be different, and he will be on the side of making them different.” While some say the ad is bleak, Nimick believes the child’s defiance represents clarity and optimism amid the pain.